3 Twitter video ideas outdoor marketers should be creating

The explosive growth of online video continues to dominate social media. We are starting to see interesting statistics on the effectiveness of video as a marketing platform.

The numbers are staggering. So what can we do to take advantage of these stats?

Twitter Video Ideas people actually want.

Adweek created a compelling infographic that highlights how impactful video can be on Twitter. The infographic is packed full of great statistics to help outdoor marketers become power users on the Twitter app. While all of these numbers should be studied carefully, the one that stuck out to me was the type of content users wanted from a video.

twitter video ideas

Based on these stats we put together a video that highlights 3 video ideas for twitter.

 


Unboxing our latest backcountry drone the mavic pro

We’ve been eagerly anticipating the arrival of our new Mavic Pro and it finally arrived early in 2017. While we’ve been busy flying this thing around take a look at some of our initial impressions during our unboxing video.

 


Engage New Customers With These 4 Email Types.

Being able to engage new customers with remarkable content is an excellent way to welcome them into your tribe. Once we understand where your new customer came from and who they are, we can begin nurturing them. The first purchase by a customer is an important time in your developing relationship because loyal customers can become valuable customers. Up to 15% of a business’s most loyal customers account for 55-70% of the company’s total sales. It’s imperative that you get off to a strong start. Let’s look at 4 email types to welcome new customers.

1. Follow Up Surveys

engage new customers through thank you email

The usefulness of ‘Survey’ emails is two-fold. First, like the triggered ‘Thank You’ email, it allows for additional website discovery upon completion of the survey. Second, it affords an opportunity for future email marketing materials showcasing your company’s aptitude at listening to customer concerns and acting to alleviate those concerns.

Furthermore, linked surveys such as this example can segment satisfied and unsatisfied customer data for future email marketing materials. Segmented email contact lists and personalized email campaign messaging are the most effective tactics for 51% and 50% of marketing influencers, respectively (Acsend2, 2016).

2. Cross Sell Emails

engage customers through cross-sell emails

‘Cross Sell’ emails target new customers per customer browsing history thanks to the use of website cookies. Website cookies can then be data mined for targeted email engagement. Targeted emails generate 58% of all revenue from returning customers (The Direct Marketing Association, 2015) and are an effective way of maintaining customer engagement throughout 2017.

In the example above, a customer has previously made a purchase. Per the historical browsing history data of that individual customer as well as the browsing history data of other previous customers also purchasing that product provided by your website’s cookies, the products showcased in this ‘Cross Sell’ example have been targeted specifically for that customer.

3. Special Events Based On Purchases

One of the best ways to increase customer engagement is to meet them face to face. Holding an event that is catered just for them is an excellent opportunity to tell your story directly to a new customer.

Ideally, if you had the opportunity to combine the purchase history of your clients to the event you could really set yourself up for success.

A few quick examples:

  • If you sold several rods of the same model, have a casting demo.
  • If you sold a bunch of tying gear, host a trying night.
  • Did you sell trips, host a demo night for that specific trip.

Just make sure you deliver the right message to the right people through segmentation.

4. Thank you and welcome emails

engage new customers through thank you email

‘Thank You’ emails are effective tools for gauging customer loyalty. In fact, emails with ‘thank you’ in the title observe 53% above-average engagement levels (Adestra, 2015). An automated ‘Thank You’ email also provides additional opportunities for new customers to visit the website via embedded links. New customers are 152% more likely to open an automated ‘Thank You’ email than other types of email communication (Adestra, 2014).

After an initial sign-up, popular clothier Banana Republic utilizes an automated ‘Thank You’ email that is simple, yet gives the new customer a sense of belonging. The naturalistic desire to belong drives the motivation of many customers, both new and returning.

Engage new customers can be a long term solution

Building trust with new customers can take time. But reaching out to them in the first few months with a personalized message can go a long way to welcoming them to your brand.


Engaging new holiday customers starts by understanding who they are.

Google Analytics is one of the best tools you can use to begin engaging new holiday customers. Before we start reaching out, we need to segment our audience based on these new users so that we can begin to analyze the data and look for patterns and trends.

We also want to make sure we are only looking at new customers for the period beginning around the same time your black Friday campaigns kicked off.

Begin engaging new holiday customers by filtering your Google Analytics

engaging new holiday customers using google analytics

Step 1

Click on the All Users from the sessions filter.

Step 2

Scroll until you find New Users.

Step 3

Select the dates you started marketing for the holidays and click Apply.


 

Understanding the demographics of the new users

discover the demographics of your new holiday customers

Our first stop is the demographics section. We love this page because it breaks down your sales based on important age groups. This gives us a clear understanding of which groups from the new users are most important. You want to compare these numbers with your personas to make sure the new customers you are collecting are still aligning with your core audience. If it’s not, it might be time to rethink your personas.

Step 1

From the Audience Section select the Demographics > Age.

Step 2

Analyze the Revenue per Age range. Does this jive with what your research says is your core audience.


What did they buy?

new customers what did they buy

It’s a good idea to get a sense of what they bought. This report will help you understand what your customers were interested in this past holiday season. This will be valuable information when following up with specific product recommendations. For example, if you sold 15 fly reels, you’ll probably want to follow up with an email about adding a new fly line. Or if your customers bought new fly vises a follow-up email on new fly patterns would be a good idea.

Step 1

Select the conversions section.

Step 2

From the drop-down pick the eCommerce and Product Performance.


Where did they come from?

new holiday customers referral source

Next, we want to figure out where these new customers came from. This is a great opportunity to check in on the efficiency of your holiday marketing campaigns.

You can drill down into each section and reveal more details on each specific referral source if you need to.

Step 1

Select the Acquisitions from the sidebar.

Step 2

Click on All Traffic > Channels

 


new holiday customers geography

Where do they live

Next, we want to figure out where these new customers came from. This is a great opportunity to check in on the efficiency of your holiday marketing campaigns.

You can drill down into each section and reveal more details on each specific referral source if you need to.

Step 1

Select the Audience filter from the sidebar.

Step 2

Select the Geo > Location Dropdown.


How To Survive a Denver Trade Show at the Merchandise Mart

We’ve been going to the Fly Fishing Show for years. In that time we’ve learned a thing or two about how to make sure the time there is fun and productive. We shared our knowledge with our clients through this infographic.

As the outdoor industry continues to face threats from land sales and public auctions, events like these become more and more important for our industry. They are opportunities to open up new collaborations and stay engaged with others in the industry.

 


2017 Fly Fishing Trade Show Impressions from Denver

We’ve been going to the Denver Fly fishing trade show for many years now. It’s one of the highlights of the new year. On a side note it’s pretty much guaranteed to snow or be really freaking cold that day here in Denver. This year was no exception. But while it may have been cold outside the large crowds and good vibes inside kept the cold at bay.

2017 feels different.

There was something very different in the air at this show. Everyone I talked to seemed really excited about the coming year. There was a ton of new product on display and overall the manufacturers were pumped to get it in front of consumers. Booths seemed fuller, reps seemed more engaged, and the feeling of 2017 is going to be great seemed to be everywhere.

Rubbing elbows with leaders in the industry

After the holidays have beat us all down it’s nice to beat back the cold of winter by surrounding yourself with fly fishing. One of the things I love about these trade shows is the opportunity to meet the owners and big players in the industry. In almost all cases you can shake hands with a major player for a significant brand right here in Denver. I love that about the show. It takes the culture of a fly shop and extends it through to the manufacturer’s. How often do you get to share fishing stories with the people who designed the rod and reel you caught the fish of a lifetime on?

A full fly fishing trade show

As usual Saturday was packed. Big crowds and tough parking are the name of the game on Saturday. Luckily (for the out of towners) the Broncos didn’t make the playoffs this year. That meant big crowds on Sunday too.

Great Catching Up With Old Friends

We’ve been in the industry long enough to have developed some great friendships with several of the manufacturers in the business. It’s always great to share a beer with your clients and look ahead to 2017. If the Fly Fishing show is any sign of things to come this year is going to be different.


An active role for helping the outdoor industry

I don’t think there’s anything about the new year that isn’t exciting. I love being able to reassess, relaunch and redesign. 2017 isn’t any different. We’re moving full speed ahead on a lot of new initiatives that should be a huge asset to our friends in the outdoor industry.

New Outdoor Industry Focused Website

Late last year we begin rebuilding our own website using the foundation of growth driven design. It was way past time to expand beyond our one pager we had for years. The first things we added was an outdoor marketing blog. Our content is going to be focused on helping outdoor businesses and non-profits achieve their goals using data in 2017. We will be focusing on the tools we are using to help our clients excel in the online marketing world.

We also finally added a portfolio that shows off some of the work we’ve done over the last few years. We’ve been fortunate to work with some of the biggest players in the outdoor industry and we’re excited to show off some of our work!

Hubspot Agency

At the end of 2016 we made a big investment in ourselves and started our journey to a hubspot agency partner. It’s been an amazing transition full of ups and downs, really hard insights into what we at Sage Lion Media were failing at, and lots of incremental wins.

There’s no doubt that inbound marketing can move your needle and we can’t wait to show off the ideas we’ve been learning and executing on.

Newsletter

We’re also stoked to launch our first newsletter at the end of January. This monthly outdoor focused newsletter will feature a new video every month, current hot topics in the industry, and resources for downloadable content.

Tips, Tricks and in-depth content

As we get further in the year we will continue producing quality ebooks that are meant to help you get ahead. We just launched our latest ebook: A Post Holiday New Customer Engagement Plan. This resource will help you identify your new customers, classify them, and deliver curated content around their interests. Our goal is to churn out a new ebook on a monthly basis.


Delivering a client thank you this holiday season

It’s been a rollercoaster of a year here at Sage Lion Media. But what year isn’t full of highs and lows when you’re running a small business. One thing that has remained steady is our collection of amazing clients. I’ve been racking my brains for a way to tell a client thank you.

The usual Holiday card is always a nice touch and probably something will still do this year. But I thought of an even easier way for thanking your clients this holiday season. I’m going to leave a LinkedIn referral or thank you on as many of my client’s profiles as I can.

Here are three places to give a client thank you today.

1) Facebook

client thank you facebook

Leaving a review on a Facebook page is very easy. More importantly, rating stars help the company’s EdgeRank (think Google Page Rank but for Facebook). The more stars a company has, the better ranking, it will receive on Facebook.

2) Google Maps

client thank you google

Another great spot to leave a review is on Google Maps. A solid review here will help your clients business look respectable. Just head to Google Maps, search for the company, and find the review box on the lower left.

3) LinkedIn

client thank you linkedin

It’s easy to think of my clients as part of a larger organization. They work for X company so shouldn’t I leave a review for the business? Yes, you can do that if you leave an authentic review. But it’s the people who make up the company that really make it great. These people are your clients and you can leave them a recommendation in their LinkedIn Profile. This recommendation adds a personal touch to show your respect for a customer as a person. A well crafted statement helps give them credibility when working with others in their industry and can have an impact on their career. If I woke up tomorrow with 5 new LinkedIn recommendations I’d be ecstatic.

If you don’t feel like leaving a full review in LinkedIn Endorse the skills of a client. It’s super easy, but really not as awesome as writing a full recommendation.

Be Truthful. 

The key to leaving a review or recommendation is to make sure it’s authentic. The old adage, if you don’t have anything nice to say don’t say anything applies here. Don’t make up stuff just to leave a review. It ultimately makes you look bad and diminishes the actual reviews for your client.


5 emerging marketing trends for 2017 you should be ready for.

It’s never too early to start looking ahead to the upcoming year. When it comes to marketing things are always changing. A good marketer needs to absorb what’s changing around them and prepare to act on what’s important to the business or risk being left behind by competitors.

As you push to end 2016 on a strong note now is not the time to relax:  2017 will be here before you want it to and a lot is happening in the marketing world. To help marketers stay current and keep track of emerging technologies we’ve put together a list of 5 emerging marketing trends for 2017. Check it out.

5 emerging marketing trends for 2017

1)  Data will drive Design

People often think of design as an arbitrary thing based on your personal preference. Great design feels magical; you can’t always explain it, and it’s often difficult to replicate. While some parts of design are dependent on the artist, taking a design and making it work on the internet is not. That’s where having the ability to track what users are doing becomes invaluable.

growth driven design heat map

The design industry is in the middle of a shake-up, and 2017 will bring it to a head. Data will finally begin to dominate the online design industry. We’ve been using heatmaps, visitor recordings, A/B testing, and user segmentation to increase our conversion rates across all our marketing touch points. We use the results gained from these tools to drive our design decisions and relay our findings back to the client and the sales team. This data becomes a critical part of a growth driven design campaign and ensures we’re making sound decisions based on what we observe, not what we “think” is right.

If you’re only focused on data you can extract from Google Analytics, 2017 is the perfect time to take advantage of more advanced analytics software you have at your disposal. 

2) Live Social Media Streaming

fb-liveVideo continues to dominate the internet. One trend worth watching this year is live video streaming. With live streaming marketers can speak directly to their audience. Chances are, if you’ve been on Facebook in the past six months, you’ve seen Facebook Live in action.

The move to live video streaming makes sense — social media works best when we’re in the moment. Think how quickly you refresh your Twitter feeds, consume disappearing Snapchat snaps, and look at trending topics. We want to know what’s happening right now.

Nothing is more right now than Live Video.

Oh, and did we mention the potential live video has for Facebook engagement? Initial data from Facebook revealed that people comment 10X more on Facebook Live videos than on regular videos.

Live social media streaming is going to be huge in 2017. You need to develop a strategy for working live broadcasts into your marketing channels. 

3) THE PLATFORM-AGNOSTIC EXPERIENCE

We saw a significant push by the big players (Facebook, Google, Apple) in 2016 to keep users in their ecosystems. We continue to see these brands take steps to reduce the friction between mobile apps, websites, mobile devices and computers.  The goal is to provide users with an increasingly seamless experience across platforms and keep users from leaving.

5-trends-2107-app

How can you compete against these goliaths of the industry? The key is to continue to create content your users crave. We already know content is so important to an effective inbound campaign. But do you have a solid understanding of your audience? That’s how you can differentiate yourself from the big players. Only you know your audience, and it’s your job to know them better than anyone else.

2017 is the perfect time for a deep dive to understand your customers. Then use that data to develop customized content that for your audience, specifically which part of the buyer’s journey they are on. 

4) Big push for Content Rate Optimization

Content Rate Optimization or CRO is the process of increasing the number of visitors to your site to customers. There are a variety of ways to increase conversions including, A/B testing, heat mapping, visitor recordings and more. I came across a pretty amazing stat this week. For every $92 spent acquiring customers, only $1 is spent converting them. (Econsultancy, 2016) (Source: http://www.hubspot.com/marketing-statistics)

For every $92 spent acquiring customers, only $1 is spent converting them.

One of the problems we consistently see is a client launching a campaign, spending a ton of money on the launch, with little thought on how to improve the campaign after it goes live. Luckily there is a better way. One of the biggest benefits of Growth Driven Design is the ability to build dynamic campaigns that are flexible enough to adapt to the demands of the users. Growth Driven Design allows the campaign to maximize ROI through the life of the campaign.

Establish a Growth Driven Design plan for 2017 that can react to the needs of your visitors. Let them tell you what they want, not the other way around.

5) Video will eat the internet

As the cost of entry to create compelling video continues to slide, and the video viewerships continue to rise, 2017 will be the year video consumes most of the internet. We’ve already talked about the increased value in Facebook’s push to live streaming. Even Mark Zuckerberg is convinced videos is the future:

“We’re particularly pleased with our progress in video as we move towards a world where video is at the heart of all our services,” Zuckerberg said in a statement on Wednesday night, as the company reported better-than-expected earnings.

There is little doubt that video can be a powerful marketing tool. We’ve used video in our campaigns time and time again. But it needs to be more than just a beautiful picture. Using a video hosting service like Wistia gives you a slough of marketing tools that can help you increase your conversions over services like Vimeo or YouTube.

In 2017 take advantage of the technology out there and identify services that make converting customers a priority and start using them consistently.

Hopefully, these 5 emerging marketing trends for 2017 will help you prepare for 2017. If you’re ready to start planning for 2017 and need help please get in touch. We’re happy to help.

contact sage lion media


3 Benefits of Growth Driven Design

Has this ever happened to you? You design and build a beautiful website, launch and watch the success roll in, for a month or two.  When month three and four roll around, you notice site performance is starting to collapse. Soon your site analytics are back to the same levels as before you started. What in the world is happening here? Your new site is failing and failing hard. Don’t feel bad, we see it happen all the time.

The traditional web design process has been broken for awhile now. We realized there was a problem years ago. As we watched cent sites suffer. While the process was good for Sage Lion Media we wanted to provide more value for our customers. Slowly we began shifting to more of a partner with our clients and our Growth Driven Design (GDD) process was defined. Over the years we started to notice 3 benefits of Growth Driven Design.

3 benefits of growth driven design

 

1) Minimize the risk of launching a new website.

A typical small business can expect to spend $15,000 to $50,000 on a new website. In traditional web design, this money is often paid before any measurements are taken on the effectiveness of the site. That’s just bad business.

A common misconception of traditional web design is that your site needs to have it all—and have it all perfect—as soon as you launch. But that kind of thinking is far from the truth.

The big boys (Facebook, Google, etc) know this. When they launch a new product, it’s hardly perfect, but they need you to use the new app or widget to understand what needs fine tuning. They don’t launch in a vacuum, and neither should you. We’ve pioneered a systematic approach that allows us to shorten the timeline for launching your site, so we can start to see the real-time impacts of our design at work. This means that our time to live is shorter. Why does this matter? Because once we’re live we can start collecting data on your users. What are they clicking on? Where are they leaving? Why aren’t they converting?

Once we know what’s working and what’s not working we can start the process of making it better.

2) Continuously improving is better than spending all your budget in one redesign.

Time is money, too, especially in a small business environment. Launching a new website often requires a substantial time commitment from staff and management over the course of up to six months. With everything on your plate right now, can you imagine taking all that on?

3 benefits of growth driven design

Getting to launch quickly so we can begin tracking also spreads the cost of a design over a few months. This allows you to see results while still under contract.

Web designers really don’t know for certain what is going to be effective for your product or service needs. Design decisions are typically based on hypothesis and experience, not data. And, traditionally, web designers are not around to follow up on the effectiveness of what they just built for you.

The truth is that without dedicated monthly effort, your site will suffer, or even fail completely, and the design process will eventually need to begin all over again.

3) Makes your business stronger

Growth-Driven Design is tightly integrated with marketing and sales. What you already know about your customers helps inform the improvements we make to your site, and as we learn about your site visitors, we share this information to help you improve upon your marketing and sales tactics.

growth-driven-design-ebook